Adding Value

Andrew showed me the packaging that came with a new motorola razor phone. The package itself is incredibly rugged, made of the same alluminium (I think) as the phone. It is in fact over engineered for its purpose and its also important to note that it comes inside its own cardboard box.

This is a great representation of the value invested in packaging. Like the ipod box, the motorola box is expected to be kept after the purchase.
Is it the quality of the materials? The ipod box is still cardboard (even though its high quality glossy card). Do we keep it because its a clever design?

The phone itself is very high quality and expensive. It has all the glossy visual triggers: the shiny metallic surface, ultra thin body, colour screen. If the makers have put so much effort into the design of their product and its marketing campaign why do they feel the need to invest in such high tech packaging?

Because packaging is whats actually being sold. Motorolla or apple are selling a lifestyle choice. If you have the income for transient gadgets like an ipod or V3 phone then you want to feel like you are getting a greater return on your investment. This return isn't economic but rather an emotional return.